KGCI: Real Estate on Air - Bulletproof Your Real Estate Business Plan with Coach Randy Byrd

Episode Date: April 1, 2025

📋 Still flying by the seat of your pants when it comes to your real estate business plan? This episode of KGCI Real Estate On Air Live is here to change that. Host Ian Wheatley sits down with veteran real estate coach Randy Byrd, host of the Like a Boss Podcast, for a high-energy conversation on what it takes to build a real estate business plan that actually works.From identifying income-producing activities (IPAs) to building accountability into your week and mastering conversations that convert, this episode delivers practical frameworks, mindset shifts, and scripts that every agent from rookie to top producer can use to scale their business with intention.Whether you're at 6 deals a year or scaling to 60, you'll walk away with a tactical blueprint for growth.What You’ll Learn 📌🔹 [06:37] Why Most Agents Fail Without Structure – Randy breaks down how too much freedom and not enough discipline leads to inconsistent results. 🔹 [08:46] The Core Components of Every Business Plan – Learn the difference between above-the-line vs. below-the-line activities and why your calendar tells the truth. 🔹 [13:19] The 200 Contact Rule – Why your CRM should focus on quality relationships, not just contacts and how to build it with daily habits. 🔹 [22:10] How to Use Unsolicited CMAs to Win Listings – A low-cost, high-value strategy to add seller leads to your pipeline fast. 🔹 [31:23] Building Real Accountability into Your Plan – From coaches to peer partners, how to stay consistent when motivation fades.Episode Breakdown ⏳⏳ 00:00 - 02:34 | Opening Monologue – The “lock-in effect” and why listings are stuck but thawing soon 📰 02:34 - 05:51 | Housing Headlines – Pending home sales rise, new construction trends, and how to educate clients on shifting rates 🎙 06:13 - 36:02 | Exclusive Interview with Randy Byrd – Discipline, scripts, CMAs, CRM building, and the power of structure 💡 38:08 - 41:22 | Key Takeaways Recap – Ian breaks down the top five insights from Randy’s bulletproof plan framework 😆 41:22 - 44:30 | Real Estate Confessions – Combo lock hacks, surprise sellers, Febreze nightmares, and staging checklists gone wrong 📣 44:30 - 44:59 | CTA + Friday Focus Tease – Tune in for Friday Focus featuring even more business-building strategies🧠 Stop Guessing. Start Planning.This episode is a wake-up call for agents who are tired of chasing leads and ready to start running a business. With a sharp focus on discipline, clarity, and smart systems, Coach Randy Byrd shares exactly how to plan your way into real estate success—without burnout.📲 Catch it On-Demand: Listen now on the KGCI app or wherever you get your podcasts. 📆 Don’t Miss Friday Focus! More insights from Randy and other elite coaches like Lars Hedenborg, Glenn Bill, and Stuart Hyslop all-day Friday on KGCI. 💬 What’s YOUR favorite business planning strategy? Drop your thoughts and questions on Instagram or Facebook we’d love to feature them.

We romanticize this business because of the lack of structure, the lack of responsibility, and the amount of freedom that is provided is usually the Achilles Hill to the agent. This is KGCI Real Estate on air live, your weekly deep dive into the strategies, trends, and tools, shaping the real estate industry from market updates to actionable strategies and exclusive interviews with top agents. We are here to unlock your full potential and help you thrive. thousands of agents trust KGCI every week. Now it's your turn. Let's go live.

Here's Ian Wheatley. Hey, all righty, agents. Welcome back. This is Real State on air live. As the lady said, I'm Ian Wheatley. And let me ask you this. Have you ever loved something so much? You've refused to leave it.

Nah, I'm not talking about that high school hoodie or that weird attachment that all of us have to our Zillow premier agent logins. I'm talking about homeowners and their mortgage rates. Right now across America, of would-be sellers are sitting on a 2.8% mortgage rate, clutching them like Gallum with the one ring. And then we have some would-be sellers sitting here going, well, we can't tell Susan that the new rate starts with the six. We'll have to cancel HBO.

This, my friend, is what economists are calling the lock-in effect. And if you're newer to the business, here's what this means. It's when a homeowner decides not to move, even if they really want to, even if they really hate that house, because it would mean trading their super low mortgage rate for today's significantly higher one. So they stay put because they're locked in. Not because they love the house, but because they love that rate. And this phenomenon is a big reason why inventory is tight,

especially in the move-up or downsizer segments, okay? It's also why, even as buyer demand picks up, the number of homes available feels frozen, right? But the spoiler alert, it's not going to stay. frozen forever. Life still happens. People still need to move. And when the rates dip, even just a little bit, you see that locking grip, loosen up a bit. So if you're listening, thinking, I just need a listing. Don't panic. Just be ready. Because when the thaw hits, you want to be the agent that they call first. Coming up on the show today, I'll be sitting down

with Randy Bird. He's a longtime real estate coach. His Like a Boss podcast is streaming here on KGCI, real estate on air and we're going to be talking about what it takes to create a bulletproof real state business plan. We're at the start of a new quarter and if you don't have a plan, you're planning to fail, as they say. We're also going to be diving deep into real estate business building strategies and tactics that you need to know on Friday with our weekly Friday focus. So be sure to check in then. But first, it's time for housing headlines here on real estate on air line. All righty, we're starting this week's housing headlines with some fresh data, fresh from the National Association of Realtors.

ending home sales. That is homes under contract, but not yet closed, rose by 2% in February. So that's a bit of good news. It's the first positive bump we've seen in a few months, but here's the flip side. We're still down more than 3% compared to this time last year. So agents, what this means is that we are seeing some signs of life in the market. Buyers are still moving cautiously, and affordability still remains a big concern. So if you're working with buyers, this is a great time to re-engage anybody that hit pause in the fourth quarter or early on in January because they may be getting ready to jump back in. Now, looking at that same report, regionally, it's a bit of a mix bag. When you zoom in by region, the story shifts a bit, right? In the

South, in the Midwest, we saw contract signings go up, especially strong in the South, but in the northeast and the West, things slipped a little bit lower. So local matters agents. So if you're in a market that's warming up, double down on your lead follow-up. People are starting to test the waters a bit. And if you're in one of those lower regions, now is the time to be proactive with education. You should be sharing content on social media that helps buyers and sellers understand why now could still be their moment. And we're still trending below historical norms in this current market, right? So NAR's chief economist had chimed in and said that, yeah, we've seen a bit of momentum, but we're still way below the normal levels of buyer activity for this time in any given

year. So a key issue is that those high mortgage rates and low inventory, home buyers with that 3% mortgage rate, they're staying put, they're locked in, which means fewer listings and buyers dealing with affordability issues on the other side. So agents, this is your chance to be that educator. Most clients don't understand that lock in effect. Break it down in a newsletter, Instagram story, or in those belly-to-belly conversations, and keep a close eye on mortgage rate trends. If rates drop meaningfully, we can see a sudden burst of listings and buyer activity. So be ready before the rush. And in a different report out of the National Association Realtors,

we saw that new home sales edged up back in February. So new home sales ticked up 1.8% last month. Well, I guess technically February would be two months ago. And they are actually up over 5% compared to this time last year. So what's driving it? Slightly lower mortgage rates and a serious lack of inventory, with the median price of a new build coming in just over $414,000. So agents,

if you have buyers that are frustrated by all of this going on in the resale market. Now is a good time to talk to them about new construction if you haven't yet. Learn the builders in your area, understand their incentives, and become a connector who solves your client's problems. That's a check of your housing headlines here on Real Estate on Air live. I'm Ian Wheatley. KGCI Real Estate on Air. I'm Ian Wheatley.

We are here live. And agents, y'all know you don't have to wing it. When it comes to your real estate business, get ready for a blue. to create a bulletproof business plan that's set up for long-term success. Joining me is Coach Randy Bird on the YouTube and Instagram. His Like a Boss podcast is streaming here on KGCI Real Estate on air. Randy, welcome to the show. Thank you, Ian.

Good to be here. Good to be here. Yeah, it's awesome. So let's start with this. Why is it that so many agents fail to create structured business plans? And how do you think they can kind of shift that mindset around to start thinking? more long term. I love it because you said the key word and they're structured. We romanticize this business because of the lack of structure, the lack of responsibility,

and we could be our own superstar. But with that comes, you know, discipline and complacency and things. So I think most agents are inherently entrepreneurs when they enter the space. They want to have their own opportunities. But again, the amount of freedom that is provided is usually the Achilles Hill to the agent. So being a military guy, I often go back to military standards, right? They, yes, you know how to walk. We're going to teach you how to walk properly. Yes, you know how to hygiene, but we're going to teach you how to hygiene our way. You're going to eat when we tell you to eat. And you're going to eat the amount we tell you to eat because we know what's better for you. That's the beginning stages of boot camp in the military. And then they start.

really pressing the importance of chain of command, of responsibility, of duties, of honor, of disciplines, of understanding all these pieces. And when I coach entrepreneurs, they're the opposite. Let's just be honest. They're the opposite of that. So how do you weave in that understanding that they have to have disciplines, they have to have these things in their business to succeed, proven, how do we weave that in while yet keeping intact their desire for independence and for no schedule and self-motivation, right? Nobody holding them accountable. So how do they reach out for that accountability and those components that are going to help them?

That's the things that I like to focus on. I think those move the needle the quickest. And they're not the sexy things that, you know, Facebook ads and YouTube dominance. Instagram and being a social media superstar. Right. All that sexy. Right. But it's not the fundamental reason that agents are failing.

So when we're thinking about that, I mean, I'm hearing talking about discipline, accountability, but what are those non-negotiable elements that every real estate business plans got to have? Yeah. I love it. It's super simple, but it's probably the most elusive. It's just daily prospecting, really a high level of accountability and discipline. around a daily dollar producing or income producing activity.

I call it IPA. It sounds better. It's not a nice Irish beer, but IPA is income producing activity. And, you know, when we look at the real estate business after, you know, probably 20,000 hours of coaching, there's above the line activity that the agent needs to be involved in. And then there's below the outline activity that the agent should not be involved in. Above the line is that dollar producing activity, right? that income-related activity prospecting, negotiating contracts, negotiating repairs, negotiating,

negotiating, negotiating, you know, working through that contractual component of the relationship. And if it involves money or some kind of other negotiation, the agents needs to be directly involved in that. And then we have the lead generation side that's on the leading indicator of the real estate business, right? transactions would be lagging indicators in that relate. So listings, escrows, all those things. Below the line is where most agents spend their time.

And that is in the leverageable areas that they can leverage out very easily. And it's not dollar producing activity. But it feels good. And so usually that's what we focus on. It's like, show me your calendar and I'll tell you your business, right? Right. Now, when we're thinking about those big mistakes, those, what are those big mistakes that agents are focusing on that are below the line too often?

Yeah, it's just busyness. It's busy work, right? I've seen agents that sit in the office for eight hours and they feel like having a traditional brick and mortar, which is, you know, old school. It's the old way of doing business. They felt valuable. They felt like they were in the business. If they were in the office and felt like they were talking real estate and meeting with

their buddies and going to the office meeting and going to the trainings and all this stuff. But that is that is all not above the line activity. Above the line activity is belly conversation to conversation, text to text. It's communicating about an opportunity within the real estate space. And that has to be done on a daily basis. It's really interesting. Ian, when I've coached some of the top agents around like the number one guy in Canada was a past client, a thousand agent team in Utah was a past client. So I've coached a couple of people at a very high level in hundreds and hundreds and even thousands of transactions. And I've coached people that are not typically brand new, but newer.

Like they've mastered being a single agent at 12 transactions. Now they want to scale to a team or a buyer's agent and all the things, right? And almost without change, we look at their businesses. and the agent that's doing six to 12 transactions a year, I say, show me your calendar and the calendar's empty. You know, it's got pick up the kids at 3 o'clock. It's got all the, and it may have a CMA at 1130 that day, whatever it is, but it doesn't have purposeful prospecting time blocked on it. And then I meet with an agent doing 600, 800,000 transactions. And they're like, yeah, I'll show you my calendar. And it's completely mapped out for the whole day. It's literally mapped out

perfectly from morning routine, gym, to meeting with my team, to prospecting typically three hours when you get into those big teams. So imagine that. An agent that's doing six deals is prospecting zero. An agent that's doing a thousand deals is prospecting three hours a day. Those don't translate mentally to most agents. They're like that that's backwards. It seems like if I get my team up to a thousand deals, why do I have to keep working? Well, that's his highest and best use of his time. is having the high level conversations. He's not talking to first time home buyers. He's looking for listings that are meeting or matching or exceeding their average sales

price, their avatar of their business they're looking to do. And so for me, that's a big, you know, it's a big microphone into their business. It's a big, you know, hourglass of what is going on in their business. And so that's where I like to start. I like to do the needs analysis in their calendar and start talking about, simple daily disciplines and practices. And what are some of those daily disciplines and practices that these agents deed? So to do now?

Right. Yeah. Number one is your CRM, right? We've got to get your database up to a manageable number that has a predictable ROI out of the database. That's typically around 200 contacts in the database that know, like, and trust you. So just very simply, number one, CRM. Make sure you know everybody in that CRM. And you could start with 30,

but build it up with a focus of trying to get to around 200 is a good safe number for a database that's going to yield results from it. Make sure you have great contact information. By that, I mean phone number, email address, all the social media accounts, good ways to communicate, right? Text message, those kind of thing. And they're familiar with your numbers, whether it's your private cell or your CRM that maybe you're using, right?

So there's this connected relationship of no like and trust. That's number one. Number two would be focusing on daily activities that add to that every day. So nurturing and taking care of a database that's already at 200 is one thing, but purposefully prospecting to add people, adding two or three or five people a day to that database, sounds easy until you do it every single day. Right. Even adding one person a day will be child's play for most people for a week or two or three.

But when you get beyond that, all of a sudden, it's like, who am I going to contact today? I've already contacted all my friends. I've contacted all my coworkers. To contact everybody on the soccer team. And I'm like, where do you get your laundry done? Where do you change your oil? Do you wash your car? Are there people there or is it on your own? Where do you shop? Do you recognize like a lady at the shopping center that's always the same checkout line that you're going through and all you know are by is betty we could be purposeful about that and make sure we're adding those people to our database so we're really getting the results from these referral-based relationships is what we're looking for right you know i can i can hear

new agent i chime in into my ear but randy how do i have these conversations you know what is a quick little boilerplate hey how do you how do you enter into those purposeful conversations as you're Yeah, great question. I'm going to give you two examples of what it sounds like when somebody asks an agent, what's going on in business right now. So, Ian, ask me, how's the real estate business? So, Randy, what's going on in real estate? Oh, you know, it's really good right now. There's more inventory with the new administration. I think that we're looking to more house sales. And I'm really optimistic about that. And I think that prices are still, you know, pretty high, but there's a few more homes coming out. So there's some deals to be had. And I think it's good overall. You know, so they

give that kind of generic version of all things, right? Now ask me the question again. So Randy, how's the real estate market? Ian, thanks for asking. So it really depends. Are you a buyer, a seller, an investor, or a renter? I'm an investor and I may be looking for a new home for the growing family. Awesome. So let's talk on the investment point first, right? And then I go through the investment highlights, right? If you're talking about a new home for the family,

are you upgrading, you're downgrading, all the things, right? But now I could talk specifically to you. The problem is agents try to assume and talk to the whole market. The conversation to a seller is completely different than a buyer. And it's not that it's out of integrity. It's just a different conversation. If you're a seller, there's an opportunity. Rates are still high, so that's adding pressure to the relationship,

but there's less inventory because there's a low inventory. Some's coming on the market, but the reality is you're going to be able to stand out very easily because of the lack of inventory. As a buyer, you can't say the same thing, right? It's a frustrating time because of the low inventory. Right. So it really depends who they are. And so the first thing I do is teach them to have those kind of,

dialogue understandings so they can really talk to the client specifically to their needs. And then secondly, find out, be a master of the market. You know, one of the things I say is, you know, business intelligence. You really want to understand what's going on in the market because what I just said could have been said in any market. If I say, Ian, it's interesting you ask, you know, as a seller, the valuations are up 7.8% last year in 2024 and they're already up 1% this year. So we're seeing even a bigger trend towards increasing valuations. Now, the issue for you as a seller is we have low sales. We only had

386 sales in the MLS last year or in January as opposed to 450 last year, which is 27% lower. So I'm given specifics. I'm an industry expert in this moment. So I'm speaking with business intelligence to that particular category. That's when you'll set yourself apart. Then the agent just goes, oh, yeah, the business is great. I am so busy right now. And it's just crazy what's going on. Ever since Trump was elected, it's just been busy, busy, busy. You know, that's just general terms of maybe their impression of the market. That is not a tactical position of you becoming the expert in the conversation. And also as you kind of cross the threshold, actually provide more value as an agent, right?

That just kind of lends itself naturally into a value proposition, asserts yourself as the expert in that conversation, and you're more likely to gain the trust of that customer, whom you're hoping is going to convert over to a client. Catch it up with Coach Randy Bird here at KGCI Real Estate on Air, host of the Like a Boss podcast, that one streaming here at KGCI Real Estate on air. You can find him on Instagram and on YouTube. He's got his little handle right there.

Coach Randy Byrd. on Instagram and YouTube. So switching gears just a little bit, kind of pulling up to 20,000 feet, you know, what's the day in the life of an agent that has a successful, solid, grounded business plan? What does their day to day look like? So they're, I mean, it depends on what they're focused on, right? What I think to answer your question, I'm going to go here. Most agents are shooting a shotgun at the market, and they're trying to hit everything. And that is the challenge. So what I really recommend to backtrack a little bit is finding niche, a specialty that you're

passionate about, right? It could be anything. It could be single moms. It could be brand new homes. It could be mobile homes or floating homes. Literally, it doesn't matter. You just want to find a market that's got some substance to it in terms of size and availability, and then dominate that particular market.

You can do everything from mailers to door knocking. You can be the dominant force in that, but you've got to pick something in my opinion. So let's just say that you chose buyers as your specialty, right? Buyer seminars, but you're always talking about phone calls that leading up to these things, right? So all of your attention through your daily prospecting

could be building to an event that is educational. It could be building to a newsletter that is providing great buyer information. So when I talk about my day, I still look at daily prospecting has been the number one thing, right? We still have to have these conversations that are measurable on real estate related topics, adding people to our database or servicing our database. Some days you might just have 25 phone calls to make because your automation or your timeline said it's been two weeks is time to talk to them again or three or four or whatever it is. So that's first is doing your follow-up systems and all that, but the prospecting's got to be part of the daily activity. So let's say that I'm focused on sellers. Like I have a lot of people that, especially with the buyer broker agreements and all the noise that's been in the space is like, I need, you know, I talked to somebody that did 12 deals, 10 were buyers, two were listings.

And they're like, I need to balance my business. And I said, let's keep doing what you're doing. So we maintain. But let's focus on a new conduit. of lead generation, which is seller-focused, right? So when I have that conversation, my hour or two hours of power hour, daily dials, prospecting, whatever you want to call it, that becomes a specific seller-focused conversation. And I'll tell you, one of my low-hanging fruits, one of my secrets for getting listings right now are unsolicited CMAs.

Mastering your language around an unsolicited CMA can be really game-changing for your business. You're speaking to, there's two types of contacts, have not met and have met, right? So have not met. So it could be a loose where they were in a club, they were in the rotary with you, but you haven't met them yet. And then a met is somebody that you've had a conversation with and they would recognize your name, at least with a little reminding, right? Right.

So as we're going through this on a daily basis, unsolicited CMAs can be an opportunity because everybody wants to know what's going on with their house value, especially in a market of rapid appreciation. Everybody wants to know that. Your job is to get through that so you're not a salesperson, right? And so I'm a big scripts and dialogue guy. I love role play. So let's do another one, Ian.

I'm going to call you cold. I want you to be in the mentality of a unsolicited seller in their kitchen, making a biscuit, weren't wanting to talk to a real estate agent. And here I am coming soliciting something of a free value, right? So ring, ring. Hey, Ian, it's Randy Bird over at EXP Realty. How are you doing today? I'm doing okay, Randy.

How are you? Hey, Ian, I'm doing great. Hey, sorry about the kind of an unexpected phone call, but I was curious, you know, I'm a local real estate agent. We sell bunches of homes. We love what we're doing. We're like the mayor of this Edgewood subdivision, but would you be interested in a free CMA, a comparative market analysis to find out what your current value is?

And, you know, let us send you an email every week for the next 27. years. It's a big commitment there, Randy. Is there any commitment to it? No, not really. I'll just, I'll get all your information. I'll get your phone number, your email and everything, and I'll get this over to you. It's really cool.

You'll appreciate it. And no obligation, obviously. So pause, right? That's clearly a sales play. Right. Right? That's clearly you're circled by a moat nowadays, caller ID. You got do not disturb.

You got no solicitation on your door. All this is because we're being bombarded with this stuff. Right. Now, when you come from an active contribution or a place of contribution without an attachment, it sounds like this. Hey, ring, ring. Hey, Ian. Hello.

Hey, Ian, Randy Bird over EXP Realty here. And listen, you didn't ask me to call, but I have something I've prepared for your home. And it's called a comparative market analysis, a CMA. And I did it, I did it on your home without. asking but I did it because we're doing it as part of a bigger CMA in the neighborhood. So you know one, two, three banana street recently sold. So we were doing a CMA on that property and we cluded yours, which is normal. We take, you know, the hundred or two hundred homes around it, but I've got this report done already. I was just curious. Would you like a copy or would you like me to

throw it away? I'll take it. Sure. Okay. So that little script changes the dialogue and and change the dynamic of it from asking for something from them to having something for them and you're on attached. That's why I say, I could throw it away. It's no big deal. It's already done. Yeah. Now, have I done it? No. How do I stay in integrity with this? Right. How do I stay integrity? Right. I stay integrity by doing a CMA in that 500 or a thousand home area. Just take a recent closed, do a true CMA, see if it valued out, which would you think it was. And now you've included all the homes within a mile or two or 10 mile radius of that. And then you're in integrity with this.

It takes you three minutes to do a cloud CMA. So if somebody like you, Ian, says, hey, I'd love it. I go, okay, great. What's the best email? I'll send it over. And it's 45 pages of color photos, all the homes that have sold in the neighborhood. And I'll just do one thing. I'll call tomorrow just to make sure you received it, answer any questions.

And then you won't hear from me unless you ask. Would that be fair? That's fair. Okay, cool. What's the best email? Blam, blam, blam. What's the best number to reach out to you tomorrow? Right.

If they give resistance to that, I could still continue on. I get their email. I'm shooting there's information, but I'm trying to add this to my database. So that would be a great example of a database ad, right? I talked to Ian. He lives at 1, 2, 3 Banana Street. The CMA is about 474. Now he's in my web of everything from neighborhood reports.

to my podcast that I might do with the principal of the school in your area, to the fire chief, to the whatever. So I become that household name for you when it comes to real estate. And that's a process that's very successful right now. And that's a conversation where, you know, you pull up, frankly, you pull up property records. You get a little Ben verified account. And now you can kind of cook.

And I mean, it's a pretty, also pretty effective way to geofarm. Super easy. Yep. And it's a form of farming. Matter of fact, I actually layer them together. So GeoFarm that you mentioned is a company. There's a lot of ways to farm. I love GeoFarm because there's sweat equity or check equity, right? So sweat equities, you're door knocking, you're calling, you're walking the neighborhoods, check equity. You've got a postcard that is going out to everybody on a regular basis. Why Randy? What's going on with the market, recent sales, whatever. So what I suggest, and this comes back, from my Tom Ferry coaching days, and we did a survey of all clients, is develop a farm. And then I want the listeners to write this down. If you're driving, don't do it now, but write this down. These few things will make you have a successful farm. A minimum of 500 homes. There's a reason for that because the math works at 500 homes. We can find out if it's working or not. So minimum 500 homes, minimum of a twice a month frequency of contact. This is for at least the first year.

Then we can back it off to once a month once we get a really mature, established farm. But twice a month, it could be a postcard and a drop. It could be a postcard and a call. It could be a postcard and a postcard. It could be a text and a phone call. It could be anything you want, but twice a month to raise the frequency of them understanding who you are and you be in top of mind. a 6% turnover in those 500 homes.

And this is scalable. You can go to 1,000 or 15 or whatever, but you want a 6% turnover, meaning then in 500 homes, 30 sale per year, 6%. Because if you don't have that, if you get in a farm that's only 1.5% turnover, you won't have any success. You'll spend all your money without a sell.

Right. So if it's got 5.5. Okay. If it's got four, leave it alone. Start getting into that boundary. It's 6% is the number. title will find this out for you. If you go, I want these three subdivisions.

I'm thinking about each one's about 500 homes. Give it to title. That's their job. They will run it through their systems. A lot of them have active farm and some of these other things now that do it in seconds, right? GeoFarm, by the way, if you call them, they'll do it for you. They'll take that area and go, yeah, 6.47% turnover or 3.37, right? Whatever it is.

Yeah. So then the last component of this is you've got to turn this on for 12 months. It's really 18 months now, to be honest. With the amount of advertising and eyeballs and add impressions a day, it's really about 18 months now that you have to commit to it to commit to an ROI. So if you're mailing and it's costing you $1,000 a month for 500 homes, that's an $18,000 commitment. You've got to put that money in the bank, forget about it,

and do that automation for a year. But if you do that, you'll see benefits because it's magical. It's like six or seven or eight months down the road. All of a sudden, all that work starts percolating and making it happen. So think about setting that farm automation up, becoming the local expert, the digital mayor of that area, actually getting a podcast going for that area, getting a Facebook page for that subdivision. You just become the mayor of that subdivision. And now on top of that, you start calling with this added value of asking if they want the CMA you've already prepared.

Right? So with doing this alone, this is what I would do if I moved to Utah, knew nobody and I was dropped out of an airplane. This is like the first thing I would focus on to build my database, to have seller conversations. And then by the way, when you get a listing in the area, you open house it, you call all those people you've talked to, you let them know and invite them.

And all of a sudden, you're just creating this momentum on a listing basis in your business that is just a daily activity. That's awesome. That is awesome. Now, you know, we're catching up with Coach Randy Bird on Instagram and on YouTube. You can hear Randy's Like a Boss podcast streaming here at KGCI Real Estate on air. We've talked about some strategies. We've talked about some tactics.

We've talked about discipline. I don't think we've talked about accountability. So as we're thinking about that business plan, right, how can agents build accountability into their business plan? Is that coaching? Is it masterminds? Is it personal systems? Is it just stick to it grit? What can they do? It's really all of those things, but it starts with, I need, right? I need help. I need a partner. I need accountability. And when you can get into that I need statement or I've had enough statement, then you can you can maximize this. Now, the highest level of the mountain is coaching one-on-one, accountability coaching, a coach that cares about you, loves about you, but won't take no crap, right? That's your highest and best possible use for check equity.

Sweat equity at the bottom, you can get a co-partner in your office. You can get a friend that you care about. Ideally, somebody you don't know that well that will hold you accountable because then it's just an accountability call, right? Right. And at the very basic level, I tell people connect every single. single day through a text, just did you get what you committed to done or not? Make it very measurable. I'm going to do one hour or I'm going to contact two people or I'm going to make 100 dials or whatever the thing is, door knocking, whatever it relates to. Have that accountability held to a daily standard,

a weekly standard, a monthly standard, and then all of a sudden it will become a habit when we get past that first 21 to 30 days. And then you might get to a point where you don't need accountability. Let's be honest. I'm a coach. I've coached over 20,000 hours. I still need accountability. I still have coaches and I still set up backstops in my business that forced me to have accountability, meaning that if I have two hours of prospecting that I commit to myself, my prospecting is different. I'm building teams and looking for organizational partners more than I am transactional, right? Right. So different conversations, but the same activity. So if I say, I'm going to do two hours on Tuesday, what's the highest possible accountability I can have to that minus calling Tom Berry

and having to watch me do it for two hours? Sure. Is inviting people to watch me do it for two hours and encouraging them to do it with me. So my typical calls on the days that I'm committed to my prospecting have 10, 15, 20 as high as 45 people on it staring at me making my calls. That's the highest level of accountability, right? That's daunting. It's daunting.

So sometimes you wake up. I'm not really into it today. But I got no option. I got 40 people on my Zoom pinging in at 8 a.m. And I get on, I shake the dust off. And I'm like, all right, guys, I'm going to be honest. I'm not into this today. So I need to do a little role play, get my blood flowing.

And then we're going to rock and roll. Right. So there's ways to do this. But at the end of the day, hire a coach. You know, a coach is going to cost you somewhere between, let's just say, $7,200 a year, $600 a month to the top coach is. like myself, 1500 a month, somewhere around 18,000 a year. You could start at different levels. You get what you pay for in some regards. But the reality is, if I can't move the needle in your

business to give you a two or three times ROI on that $18,000 investment in dollars, right? We're looking at production dollars. Not like you're a good prospector now, but you're actually, you're moving the needle in your business, then we're not a good fit. And we'll know that within a month or two, right? So I would say, flip over the domino, make a decision in your business to get to where you're having a high level accountability to your goals, right? A good coach is going to say, what's your goals? Now they're, now they become my goals. And when you're not hitting your goals, you're, you're letting me down on my goals, right? So we're in this together. And so then it becomes, it's really, Ian, hey, you struggled this week. You didn't get to your numbers. What do you think got in

the way. What do you think we could do to change that next week? What are the triggers that you noticed along the way that maybe are creating some of those distractions? Right. What does that look like? Is it is it a conversation purposefully with your staff that they don't bug you with certain things in certain times? You know, there's a lot of pieces to this. But that's where I love. That's where I excel. And that's where I have my most fun is helping people get some continuity in their business through these kind of tactics. Coach Randy Bird, this has been awesome. Find him on Instagram and YouTube at Coach Randy Bird.

You can also hear his like about like a boss podcast stream in here at KGCI Real Estate on air. Randy, before we wrap, what's the one piece of advice that you'd give to agents that are looking to make this their most strategic and successful year? That's a great question. What comes up in my belly is. is mastermind. Get in rooms bigger than you. Ask people to lunch that scare you. Like that gave me goosebumps because I immediately thought of two or three people that I would ask that would scare me.

Gave gave me a little hair on my neck standing up. Ask those people to help you. Ask those people to lunch. Buy them lunch and take somebody that's doing a thousand transactions year or 200 or has a team of 10 successful. take those people to lunch, really become a student of the game, and then really live outside your comfort zone. I mean, you know, most success lies just outside your comfort zone. And we're in comfort zone for a reason. It's because it's a natural, human innate behavior for protection and safety. And, you know, we're 200,000-year-old primal brains, right? We have to understand that it's fight or flight.

There's a lot of things that come up for us. If we identify and acknowledge those things, they can no longer be a disservice to us. And so for me, it'd be mastermining, like really the power of masterminds cannot be underestimated and getting in rooms with like bigger minded people. And if you're the smartest person in the room, you're probably in the wrong room type thing, right?

But that's where I would focus and then really plug into what they're doing. and, you know, birds of a feather, so to speak. Birds of a feather, they do flock together. Coach Randy Bird, thank you for your expertise. Thank you for your wisdom. And thanks for joining us today on KGCI Real Estate on air. Back at you, Ian. Thanks for all you do.

I appreciate it. Great radio station, brother. Appreciate it. Thanks. Cheers. Thank you, ma'am. Some awesome takeaways from that conversation with Randy Burgess here on Real Estate on air live. I got to start with Structure Creates Freedom.

That was what I wrote down. circled it, underlined it. I tried to write it in italics. It did really work all that well. But structure creates freedom, right? Most agents enter real estate for flexibility. But that freedom becomes a downfall without structure. And Randy says that the number one reason agents fail is lack of discipline around those income producing activities. So agents, if you want freedom, you've got to build a calendar that reflects your priorities. And as Randy pointed out, show me your calendar and I'll show you your business. And talking about those those income-producing activities, those IPAs, we're not talking about beer, this isn't a beer

podcast. Randy teaches agents to separate their day into above the line and below the line tasks. Prospecting, negotiating, and active client conversations are above the line. Administrative tasks, design, and play in real estate are below and often are a distraction. So agents spend more time talking to people than tinkering with your Canvas templates. All right, real estate's a bit of a contact sport. He also talked about that 200-person rule. A business plan doesn't start with marketing. It starts with your database. How often do we hear that said here on real estate on air live? Randy's rule, build a CRM with at least 200 people who know, like, and trust you. And that becomes your most consistent lead source. So agents, even if you're starting with 30, make it a habit to

add people daily. Build a real relationship database, not just a contact list that your phone can do. One of the other ones, I think this would be number four, those unsolicited CMAs are Randy Bird's secret weapon. His favorite current strategy is delivering, I think we're coming up with number four, unsolicited CMAs are a secret listing weapon. It's one of Randy's favorite current strategies delivering those unsolicited CMAs to homeowners in your farm or in your sphere. And the way he framed it, I thought, was at least new input for me. Framed as, I already prepared this for you, would you like a copy, or should I toss it? It's a powerful value-forward conversation starter.

So agents, give more than you ask. Offer insights without the sales pitch and let your market expertise do the talking for you. And number five, accountability is non-negotiable. This worked its way through the entire conversation. Whether it's a coach, whether it's a peer, whether it's an accountability partner, Randy stresses the importance of external accountability to stay consistent. Even as a veteran coach, he still has coaches, okay? So agents, set that daily, weekly or monthly accountability check into the calendar that you're building.

if you're not being held to your goals, they're just wishes. And I don't want you wishing for better business success. We are going to be diving in deep with some of the top real estate business building strategies with many of the top real estate coaches all day Friday here on KGCI Real Estate on air with our weekly Friday focus. You're going to get more insights from Randy Bird, along with Lars Heddenborg, Glenn Bill, Stuart Hisslop, and others that you don't want to miss. So be sure to set that reminder on your phone right now,

or better yet, head on over to the App Store or Google Play and download the KGCI Real Estate on-air mobile app. It is our perfect companion. And if you keep those notifications turned on, I'll just send you a little reminder Friday morning to let you know what's going on. All right, let's lighten things up now. It's time for real estate confessions. These are your stories. Record some video or some audio. Send us a regular old message on Facebook and Instagram if you need to.

You know when you're on a team call sharing the wins and the wins go completely off the rails because of that thing that happened? These are those stories, okay? So before we get started, let's get one thing straight. Real estate confessions features stories from the wild world of real estate. Names and details may have been changed to protect the innocent, and occasionally the not so innocent. All confessions are shared in good humor and do not reflect the opinions of KGCI Real Estate on air, its hosts, or affiliates. No agent's licenses were harmed in the making of this segment. Enjoy responsibly. Now that we're covered, it's time for real estate confessions, because in real estate,

truth is stranger than fiction. I once went to show a house, and the combo lockbox code was 1, 2, 3, 4. I rolled my eyes until it worked. Now, I try it at every listing before calling the agent when they forget to send the code. It's my version of the real estate lottery. I'm still surprised how often it works. My buyer fell in love with the online photos, gorgeous staging, perfect lighting, HGTV energy. We walk in and instantly get hit with an aggressive blast of Fabrese.

And underneath it, something smoky, mysterious, possibly meaty. My client looked at me and said, I just hope the Fabrese wasn't part of the seasoning. One time I totally forgot about a showing until the seller texted me a screenshot from their ring doorbell. It was my client, on the porch, calling me. I panicked and said, hey, I'm five minutes away. I wasn't. I was at Chipotle. I was getting ready to list my buyer's current home. They texted me, just come in, we're home. I knock, no answer. Doors unlocked. I step in like, hey guys, it's me. I brought a staging checklist.

Total silence. I was in the wrong house. The very confused family inside just stayed. I backed out like a cartoon character. No sudden movements. Do you have a real estate story of your own? I know you do, and I want to hear all about it. Share it with us on Facebook and Instagram and send us a message there. And while you're there, be sure to like and follow KGCI Real Estate on air. And of course, we keep it anonymous.

So let's keep those stories covered. Special thanks to Coach Randy Bird on Instagram and YouTube. You can check out his Like a Boss podcast here on KGCI, YouTube Apple Podcast, and Spotify. And set that reminder now to get under the hoodie. your business with a business plan that's bulletproof. We'll be having the strategies all day Friday here on KGCI, Real Estate on Air for a weekly Friday focus. And hey, just a reminder, this episode is available as a podcast. Just search KGCI wherever you're listening to podcasts and be sure to subscribe so you don't miss out on any of the real estate business building

strategies and insights from many of North America stop producing real estate agents and thought leaders. I mean Wheatley. This is Real Estate on Air Live. Be good.